CHALLENGE Redefining Envii’s strategy made it clear their visuals needed an update. Where Envii was very young and playful in their identity before, a more mature target audience required a different approach to graphics and imagery. As Envii’s Visual and Graphic Lead, I had the opportunity to strengthen the brand’s entire visual identity. IDEA Approachable, elevated, feminine, and edgy were the guiding keywords. More mature, clean-looking imagery was created for campaign, lookbook, and e-commerce shoots. Each in their own setting and story. This new direction also translated into updated graphic assets, including a reimagined use of the logo, color palette, typography, and layouts. RESULT Where the logo was used small and randomly placed before, it is now being used big and bold to make a statement. The letters have interesting characters that come forward when used large. Where pastel colors were fitting in the young and playful Envii identity before, we now started working with a more limited color palette of white, Envii black, Envii grey and Envii blue. Only Futura Std Book and Heavy are used to create consistency across all platforms, alternating with a handwritten font once in a while to achieve a personal and authentic touch.